Clarity Over Cleverness in Marketing
It’s always better to be clear than clever. Let me start by saying I’ve been in the ISP business — which means I’ve spent nearly 20 years helping customers sign up, learning how to market, and how to be a great marketer. Since my early 20s, I’ve been immersed in this business, and over time, I’ve worked hard to sharpen my skills.
I think a lot of us like to believe we’re already great marketers — and maybe we are — but becoming truly effective at it takes a lot of trial, error, and experience. I’d even go so far as to say that many in the industry would consider me one of the best marketers in this space. But that didn’t happen overnight — it was a long road.
One of the biggest lessons I’ve learned along the way is this: it’s always better to be clear than cute.
So what does that actually mean?
I love getting feedback and questions about ads — keep sending them in. But one pattern I see again and again, especially from those just getting started, is that we tend to create ads based on what we think looks cool. You have a vision in your mind, maybe even some design skills or someone helping you, and you bring that vision to life. You see the result and think, “Wow, this looks amazing!”
And that’s great — we’ve all been there.
But here’s the part that many people skip: take that finished ad and show it to someone who knows nothing about your business. Ideally, someone who doesn’t know you at all. Ask them what it’s about — without explaining a single thing.
That’s where clarity is tested.
If they look confused, can’t tell what your business does, or don’t know what action they’re supposed to take — then your ad is not working, no matter how good it looks. Remember, when you publish that ad, you won’t be standing next to every viewer to explain it. Your energy and excitement won’t be there to translate the message.
Good marketing is marketing that people understand — quickly. If it’s not understood, it won’t work, no matter how “cool” or “creative” it looks.
Clarity isn’t just about the message — it’s also about what the person is supposed to do with that message. A lot of the ads I see shared in this forum are missing that second part. Even when the message is somewhat clear, there’s often no clear call to action.
Here’s an important distinction: there are many kinds of marketing. One type is direct response marketing, where you tell people what to do — buy now, sign up, click here, etc. The other is brand awareness marketing, which is what billion-dollar companies like Coca-Cola or T-Mobile do. That type of marketing is designed to keep their brand in your mind over time — through repetition and familiarity.
But unless you’re running a billion-dollar brand with decades of resources behind you, brand awareness marketing is not for you. If you’re here reading this, you’re not in that category — and that’s okay. Nomad Internet doesn’t even do brand awareness ads. We don’t need people to “just know” our name. We need them to buy internet.
So always be clear. Tell people what you want them to do. Use direct, action-oriented language. Don’t assume they’ll figure it out — they won’t.
No matter how great your design is, if it’s not immediately understandable — within a second or two — then it’s not working. You can’t rely on cleverness or cuteness to carry the message. A person should be able to glance at your ad and know:
- What the product is,
- Why it matters,
- What you want them to do next.
When people are confused, they’re not trying to hurt your feelings — they’re just being honest. And that honesty is gold, because it helps you get better.
At the end of the day, ask yourself this:
Would you rather spend money on an ad that looks great but gets zero results, or use that same money to generate real, measurable customers — even if the ad isn’t flashy?
Clear beats clever, every time.
Jaden’s post is the kind of clarity and motivation we all need, “clear beats clever” couldn’t be more true, especially when we’re out here building something big. The opportunity is massive, and like you said, there’s more than enough customers out here for everyone to win. If we stay focused, put in the work, and keep learning from the ones who’ve already paved the way, we’re all going to thrive. Grateful for this community and the leadership behind it. Let’s keep pushing! 
